Best Ad vs Worst Ad

[jezzze]

Hi All,

From what I know when an ad has 30 clicks difference compared to a different ad in the same ad group, that ad
should be considered the winner.

I know that clicks are not the only factor to consider because CTR is more important than clicks alone
but what about the other factors such as cost per click, impressions, Avg CPC and Avg Position.

Should I take CTR and click as the only factors to determine if an ad is best or winner ad?

Jezze

[carpediem]

Originally Posted by jezzze

Should I take CTR and click as the only factors to determine if an ad is best or winner ad?

Hi Jezze,

Depending on your marketing reasons, CTR is not the only indicator you should be looking at.

Do you have ROI Tracking and/or Conversion Tracking set up on your account?

ROI Tracking - If your website sells different items (like many e-commerce stores i.e. amazon.com or if you provide several different services, etc.) then you should look at your ROI (Return on Investment) and Profit Per Conversion. For example, when comparing 2 different products and their conversions, I may see that the conversion rate is higher for one product but the profit per conversion is higher on the other. Obviously profit per conversion would be more important.

Conversion Tracking - If your website sells 1 item (like an SEO book for example) you should be measuring your Conversions and Cost Per Conversions. For example, if I was selling 1 particular product and was trying to get people to buy it, I wouldn't want to continue serving an ad that has a high CTR but never converted 1 sale to the visitors.


Do you have your ads serving set up to rotate evenly or as optimized?



Hope that helps.



Good luck,

Danielle

[jezzze]

Hi Danielle,

Thanks for your help.

About conversion tracking, I don't sell anything.
My only goal is to get visitors to contact me via an on line contact form.

To be honest I don't know how to use conversion tracking so if you point me to the right direction (links, tutorials) to learn how to apply conversion tracking to my adwords campaign, it will be greatly appreciated.

Jesse

[carpediem]

Hi jezzze,

That's exactly it, you got it - Any goal you have set up in your marketing efforts would then therefore be recognized as a conversion. So e-mail sign up, get more info on a service, etc. can all be classified as such. The difference in the ROI and conversion tracking is when your campaign is set up for different items and services (Ebook 1 vs. EBook 2 - if the prices differ, the profit of each conversion would different and you're bidding on both), so the best route would be to compare them to each other. If the entire account is for only one service and sign up is the same on every landing page for every ad or keyword, then you'd want the conversion tracking.

Before setting up your AdWords conversion tracking:

You need to make sure you have a confirmation or message page that every visitor who fills out the form would see. The URL for this page is your "goal" - this is what you have to set up in your AdWords account.

This video covers it, but it's quick - you'll want to set up a goal as a "Lead" if I understand you correctly:

YouTube - [Advertiser Education] Conversion Tracking & Bid Management

Here's more detailed info:

How to Set Up Google AdWords Conversion Tracking


If you continue to see ads that has a high CTR but no conversions after a couple of weeks, you may want to look at other factors such as landing page layout/load time/etc., contact form length, ad text relevancy to landing page, etc. etc.


Good luck,

Danielle

[jezzze]

Hi Danielle,

Thanks for the link.

What I didn't understand was that on the video they assigned a $20 value to leads in order to track ROI.
How they come up with that figure? How much a lead can cost for me?

By the way, I check the value cost and value click of one of my main keywords
and I got the following:

main keyword from period 2004-2008
value cost: 934.1 %
value click: 4.2

What exactly the above means?

Jesse

[carpediem]

How much a lead can cost for me?

This is most usually based on your cost per conversion.




Have you set up your conversion tracking for "Lead" and ran a report showing:

• Conversions

• Conversion Rate

• Cost / Conversion

What exactly the above means?

It appears that at some point you had placed a “value” to whatever you have set up as the action/conversion.

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